深度 | 当百雀羚探入艺术拍卖场

Core Viewpoint - The auction of the "Oriental Gift·Jade Age" series by Pechoin, which sold for nearly 1.1 million yuan, has sparked widespread discussion about the cultural value of domestic brands and their ability to gain high-end recognition beyond mere marketing strategies [2][4][9]. Industry Context - This event marks a significant moment in the beauty industry as beauty products entered a top-tier art auction for the first time, challenging traditional valuation methods based on brand recognition and market size [4]. - Pechoin's decision to submit its product to an art auction signifies a departure from everyday consumer logic, embracing a more ancient and uncontrollable value assessment system [4][10]. Unique Positioning - Unlike historical antiques, Pechoin's auction piece was crafted by a non-heritage inheritor using contemporary jade carving techniques, indicating that its high price reflects contemporary cultural creativity and craftsmanship rather than historical value [6][8]. - The auction's uniqueness lies in Pechoin's attempt to position its product as a cultural artifact rather than a mere consumer good, shifting the focus from efficacy and price to cultural significance and craftsmanship [10][11]. Cultural Value Exploration - Pechoin's auction serves as a "value experiment," testing the potential of cultural narratives in the beauty industry, especially as product differentiation based on ingredients and technology diminishes [11][12]. - The event highlights the need for domestic beauty brands to explore cultural premium as a new competitive edge, moving beyond traditional benchmarks against international brands [12][13]. Strategic Implications - The auction indicates a shift in Pechoin's strategy from functional expression to value expression, aiming to construct a more comprehensive cultural and aesthetic narrative [13][14]. - This approach may not be universally applicable to all brands, as cultural integration requires a solid foundation of brand equity and long-term commitment [15]. Future Directions - The auction suggests a potential pathway for domestic brands to establish themselves in the high-end market by leveraging their historical and cultural narratives, rather than solely competing on technical specifications and pricing [15]. - Pechoin's actions may serve as a model for the broader beauty industry, indicating that high-end expression can be rooted in cultural and aesthetic systems [15].